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GOURMETGOURMETM A R K E T I N G S T R A T E G I E S
Presented by
Ayesha ArshadFiza ShakoorMemoona HanifWaqas Shehzad
S P E A K E R S
Presentation
Ayesha ArshadFiza ShakoorMemoona HanifWaqas Shehzad
Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T
Product
FRESH CREAM PASTRY Pine apple pastry Cream roll Cream puff Fruit trifle cup
CREAM CAKES Pine apple cake Black forest cake Coffee cake Cheese cake Caremal crunch cake etc.
FRESH CREAM PASTRY Pine apple pastry Cream roll Cream puff Fruit trifle cup
CREAM CAKES Pine apple cake Black forest cake Coffee cake Cheese cake Caremal crunch cake etc.
Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T
Product
DRY CAKES Almond cake Almond syrup cake Chocolate cheese cake Tuti fruit cake
LAYER CAKEWafer vanilla cakeWafer chocolate cake Marble vanilla cake Icing cake etc
DRY CAKES Almond cake Almond syrup cake Chocolate cheese cake Tuti fruit cake
LAYER CAKEWafer vanilla cakeWafer chocolate cake Marble vanilla cake Icing cake etc
Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T
ProductPIZZA Almond cake Chicken cheese patties Chicken pizza large Chicken pizza small Mini pizzaSeekh kabab pizza
CROISSANTWafer chocolate cake Chicken samosa Vegetable pattiesWalnut stick
PIZZA Almond cake Chicken cheese patties Chicken pizza large Chicken pizza small Mini pizzaSeekh kabab pizza
CROISSANTWafer chocolate cake Chicken samosa Vegetable pattiesWalnut stick
Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T
ProductBISCUIT Almond macroni finger Almond chocolate Coconut biscuit Coconut ball Cracker biscuit Ring vanilla
BREADPlain bread Milky bread Bran breadFruit bun
BISCUIT Almond macroni finger Almond chocolate Coconut biscuit Coconut ball Cracker biscuit Ring vanilla
BREADPlain bread Milky bread Bran breadFruit bun
Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T
ProductSWEETS Gulab jaman Burfi Kalakand Moti choor laddoo Balu shahi etc.
ICE CREAMChocolate fudge Coffee Vanilla Tuti fruit Coconut Paraline Mango etc.
SWEETS Gulab jaman Burfi Kalakand Moti choor laddoo Balu shahi etc.
ICE CREAMChocolate fudge Coffee Vanilla Tuti fruit Coconut Paraline Mango etc.
Presented byC U R R E N T P R O D U C T L I N E O F G O U R M E T
ProductBEVERAGES Cola Lemon Twister Apple Malta etc.
BEVERAGES Cola Lemon Twister Apple Malta etc.
Presented byP R O B L E M S W I T H G O U R M E T
Product
Discount 29% Offer 6% Price 20% Product variety 12% Capaciousness 9% Delivery time 6%
.
Survey Results:Improvement to be made in
Discount 29% Offer 6% Price 20% Product variety 12% Capaciousness 9% Delivery time 6%
.
Presented byP R O B L E M S W I T H G O U R M E T
Product
Customers face a problem of:> long queues> congestion> bad behavior of staff> parking problems
Shelving problem also present..
Service:Problems with service part Customers face a problem of:
> long queues> congestion> bad behavior of staff> parking problems
Shelving problem also present..
Presented byP R O B L E M S W I T H G O U R M E T
Product
Increase focus on training of gourmet staff. Increase a focus on cleanliness of premises. Staff must be quick. Ask suggestions from customers
Service:Improvement in Service Increase focus on training of gourmet staff. Increase a focus on cleanliness of premises. Staff must be quick. Ask suggestions from customers
Presented byC U R R E N T P R O D U C T L I N E A N A L Y S I S
Product
Good in term of taste but it is not good interm of freshness and also have little variety.
Gourmet milk is of good quality and freshbut there is some problem with its availabilityand shelf life.
Gourmet cakes are of average quality andhave an average taste.
Product:Current product line of Gourmet isGood in term of taste but it is not good interm of freshness and also have little variety.
Gourmet milk is of good quality and freshbut there is some problem with its availabilityand shelf life.
Gourmet cakes are of average quality andhave an average taste.
Presented byC U R R E N T P R O D U C T L I N E A N A L Y S I S
Product
Sufficient variety of gourmet cookies, butagain taste, average quality and freshness isthe question mark.
Beverages need repositioning andimprovement in quality.
Need of introduction of unconventionalflavors
Product:Current product line of Gourmet is Sufficient variety of gourmet cookies, butagain taste, average quality and freshness isthe question mark.
Beverages need repositioning andimprovement in quality.
Need of introduction of unconventionalflavors
Presented byC U R R E N T P R O D U C T L I N E A N A L Y S I S
Product
New flavors should be introduced in market.
Pizza is bad in quality, taste and have littlevariety.
Patties quality has also gone bad.
Product:Current product line of Gourmet is New flavors should be introduced in market.
Pizza is bad in quality, taste and have littlevariety.
Patties quality has also gone bad.
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
Considering the analysis of the products, we suggestfollowing improvements in the existing products as wellas the introduction of new products, or product lines.
Improved quality of milk
Increased availability of dairy products
Product Strategies:Milk Considering the analysis of the products, we suggestfollowing improvements in the existing products as wellas the introduction of new products, or product lines.
Improved quality of milk
Increased availability of dairy products
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
Gourmet should considering adding new products toMilk line:
Powdered milk Condensed milk Yogurt Cream Raita
Product Strategies:MilkGourmet should considering adding new products toMilk line:
Powdered milk Condensed milk Yogurt Cream Raita
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
Improved quality Raw material quality should be increased Introduction of:
Fruit bread Garlic bread Lemon bread Coconut bread
Product Strategies:Bread Improved quality Raw material quality should be increased Introduction of:
Fruit bread Garlic bread Lemon bread Coconut bread
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
Chicken tikka Vegetable roll Chicken croissant Beef croissant
Product Strategies:Snacks Chicken tikka Vegetable roll Chicken croissant Beef croissant
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
Introduction of new flavors: Chicken tikka Chicken fajita Chicken tanduri Chicken supreme.
Product Strategies:Pizza Introduction of new flavors:
Chicken tikka Chicken fajita Chicken tanduri Chicken supreme.
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
Improved Quality Introduction of new flavors Introduction of gourmet juice (mango, orange, lemon,leeche, apple) Introduction of fresh milk shakes
Product Strategies:Beverages Improved Quality Introduction of new flavors Introduction of gourmet juice (mango, orange, lemon,leeche, apple) Introduction of fresh milk shakes
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
Improvement in quality and taste Introduction of sugar free cakes and pastries Introduction of instant bake facility Introduction of new flavors Customized shapes as per asked by customers
Product Strategies:Beverages Improvement in quality and taste Introduction of sugar free cakes and pastries Introduction of instant bake facility Introduction of new flavors Customized shapes as per asked by customers
Presented byR E C O M M E N D E D P R O D U C T L I N E S T R E T E G I E S
Product
SWEETSIntroduction of sugar-free sweets
BURGERSIntroduction of fresh burgers will be our new addition tocurrent product line.
JAMS & JELLIESIntroduction of different flavors on jams and jellies in thenear future.
Product Strategies:ConfectionariesSWEETSIntroduction of sugar-free sweets
BURGERSIntroduction of fresh burgers will be our new addition tocurrent product line.
JAMS & JELLIESIntroduction of different flavors on jams and jellies in thenear future.
Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G
PricingMajor factors include:
Prices
Quality
Taste
Availability
Costs
Competition
Prices
Quality
Taste
Availability
Costs
Competition
Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G
PricingMajor cost heads include:
Fixed cost> Production units> Machinery
Variable cost> Transportation> Labor> Ingredients & raw material
Fixed cost> Production units> Machinery
Variable cost> Transportation> Labor> Ingredients & raw material
Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G
PricingCompetition also influences pricesetting: Competitors cost
Competitors prices
Competitors prices are somewhat higher while Gourmet ishaving more for less strategy.
Competitors cost
Competitors prices
Competitors prices are somewhat higher while Gourmet ishaving more for less strategy.
Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G
PricingMarketing objective of the Gourmetcompany is: To provide quality products at economic prices.
Pricing strategy of Gourmet is derived from this objective.
To provide quality products at economic prices.
Pricing strategy of Gourmet is derived from this objective.
Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G
PricingNature of Market & Demand:
Direct competitors> Shezan> Cakes & Bakes
Indirect competitors> United bakers> Kashmir bakers> Shimla bakers
Direct competitors> Shezan> Cakes & Bakes
Indirect competitors> United bakers> Kashmir bakers> Shimla bakers
Presented byF A C T O R S A F F E C T I N G P R I C E S E T T I N G
PricingPrices of Gourmet in comparison to theMarket as shown by Survey:
Presented byC U R R E N T S T R A T E G I E S O F G O U R M E T
PricingPrices of Gourmet in comparison to thecompetition as shown by Survey:
Presented by PricingValue-Based ApproachCatering price-sensitive market:Always preference to its Customer by providing Value
Prices are according to the customers affordability
Good perceived use value in relation to perceived price
C U R R E N T S T R A T E G I E S O F G O U R M E T
Always preference to its Customer by providing Value
Prices are according to the customers affordability
Good perceived use value in relation to perceived price
Customer Value Price level Product Cost
Presented by PricingMarket-Oriented pricing -catering marketing perceived price needs: Gourmet prices are market oriented.
Prices are harmonious to what market expects.
Targeted at Price-sensitive market and thus affordable prices.
C U R R E N T S T R A T E G I E S O F G O U R M E T
Gourmet prices are market oriented.
Prices are harmonious to what market expects.
Targeted at Price-sensitive market and thus affordable prices.
Presented by PricingMarket-Penetration Strategy:Target market penetrated with low prices: At the early stages of gourmet, it took the strategy of market
penetration, setting relatively lower prices gourmet was
successful in establishing its image in the market.
C U R R E N T S T R A T E G I E S O F G O U R M E T
At the early stages of gourmet, it took the strategy of market
penetration, setting relatively lower prices gourmet was
successful in establishing its image in the market.
Presented by PricingDiscounts & Offers:
Currently no offers and no discounts
If there are discounts, they are area and time specific.
They usually introduce discounts when they launch new
outlet for a specific time (usually 1 week).
C U R R E N T S T R A T E G I E S O F G O U R M E T
Currently no offers and no discounts
If there are discounts, they are area and time specific.
They usually introduce discounts when they launch new
outlet for a specific time (usually 1 week).
Presented by PricingAnalysis of Current PricingStrategy:
ADVANTAGES
High Market penetration
High market share
Loyalty due to provision of value to price-sensitive customers.
High sales volume.
C U R R E N T S T R A T E G I E S O F G O U R M E T
ADVANTAGES
High Market penetration
High market share
Loyalty due to provision of value to price-sensitive customers.
High sales volume.
Presented by PricingAnalysis of Current PricingStrategy:
DISADVANTAGES
Compromise on quality
Skewed profit margins.
Customers have taken price as a proxy for quality.
C U R R E N T S T R A T E G I E S O F G O U R M E T
DISADVANTAGES
Compromise on quality
Skewed profit margins.
Customers have taken price as a proxy for quality.
Presented by PricingDiscounts & Allowances
SEASONAL DISCOUNTS
On special occasions
PURCHASE DISCOUNTS Discount be given on certain
volume of purchases.
R E C O M M E N D E D P R I C I N G S T R A T E G I E S
SEASONAL DISCOUNTS
On special occasions
PURCHASE DISCOUNTS Discount be given on certain
volume of purchases.
Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S
Promotional Pricing
Offering products at lower than the retail price for specific days ofthe month.
Lowering prices on seasonal products from the retail price. e.g.ice-cream in winters.
Offering products at lower than the retail price for specific days ofthe month.
Lowering prices on seasonal products from the retail price. e.g.ice-cream in winters.
Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S
Competitive Pricing
Gourmet should increase the price at slower rate thancompetitors since they offer substitutes and price-demandrelationship will yield larger market share.
Should defend its basis for cost-leadership. i.e. low costproduction.
Gourmet should increase the price at slower rate thancompetitors since they offer substitutes and price-demandrelationship will yield larger market share.
Should defend its basis for cost-leadership. i.e. low costproduction.
Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S
Optional Product Pricing
Customer can order customized products selecting ingredients oftheir choice.
Gourmet should charge nominal price for exercising theseoptions.
Same strategy can be adopted for customized shapes of cakesand extra toppings.
Customer can order customized products selecting ingredients oftheir choice.
Gourmet should charge nominal price for exercising theseoptions.
Same strategy can be adopted for customized shapes of cakesand extra toppings.
Presented by PricingR E C O M M E N D E D P R I C I N G S T R A T E G I E S
Product Bundle Pricing
Gourmet can bundle various products and render it into differentdeals.
Will not only give competitive advantage but also earn morecustomers.
Different deals will be priced variously.
Gourmet can bundle various products and render it into differentdeals.
Will not only give competitive advantage but also earn morecustomers.
Different deals will be priced variously.
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
PlacementCORPORATE VMSGourmet is using corporate VMS because gourmet has itsown production and distribution under single ownership
INTENSIVE DISTRIBUTIONGourmet is having an intensive distributional strategy as itis stocking the product in as many outlets.
CORPORATE VMSGourmet is using corporate VMS because gourmet has itsown production and distribution under single ownership
INTENSIVE DISTRIBUTIONGourmet is having an intensive distributional strategy as itis stocking the product in as many outlets.
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
Placement
DIRECT DISTRIBUTION Involves distribution of products directly to the customer Gourmet distributes directly most of its products directlyto the customers through its outlets.
Channel Strategy
DIRECT DISTRIBUTION Involves distribution of products directly to the customer Gourmet distributes directly most of its products directlyto the customers through its outlets.
Consumer
Manufacturer
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
Placement
INDIRECT DISTRIBUTION Involves distribution of products to the customer throughmiddleman or retailer. Gourmet is having this strategy only for gourmetbeverages available in other cities than Lahore.
Channel Strategy
INDIRECT DISTRIBUTION Involves distribution of products to the customer throughmiddleman or retailer. Gourmet is having this strategy only for gourmetbeverages available in other cities than Lahore.
Consumer
Manufacturer
Retailer
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
Placement
Gourmet also acts as a retailer of different food brandsapart from its own manufacturer brands of bakery,confectionary and other items.
Retailing
Gourmet also acts as a retailer of different food brandsapart from its own manufacturer brands of bakery,confectionary and other items.
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
Placement
More than 80 outlets 3 production units Each outlet is well decorated and well managed Electricity backup (generators) Outlets are open yet congested Parking area is less
Current Channel Interfaces
More than 80 outlets 3 production units Each outlet is well decorated and well managed Electricity backup (generators) Outlets are open yet congested Parking area is less
Presented byR E C O M M E N D E D P L A C E M E N T S T R A T E G I E S
PlacementSurvey Result:Convenience of Gourmet Outlets Survey shows, outlets in Lahore are
sufficient and convenient.
Gourmet should expand its market inother cities of Punjab.
Outlets in public-sector universities couldbe a healthy proposition.
Survey shows, outlets in Lahore aresufficient and convenient.
Gourmet should expand its market inother cities of Punjab.
Outlets in public-sector universities couldbe a healthy proposition.
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
PlacementSurvey Result:Areas of improvement Survey shows Long Queues,
Rude Behavior and Congestion asmajor problem areas.
Number of counters bedoubled.
Separate bakery andconfectionary sections.
Survey shows Long Queues,Rude Behavior and Congestion asmajor problem areas.
Number of counters bedoubled.
Separate bakery andconfectionary sections.
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
PlacementSurvey Result:Areas of improvement Should provide for appropriate
parking facility for consumers. Should provide for appropriate
parking facility for consumers.
Presented byC U R R E N T P L A C E M E N T S T R A T E G I E S
PlacementSurvey Result:Areas of improvement Training of sales personnel in areas
of customer handling andshelving.
Training of sales personnel in areasof customer handling andshelving.
Presented byI N T E G R A T I O N C O M M U N I C A T I O N M I X
Promotion
ADVETISVEMENT
PROMOTION SALESPROMOTION
DIRECTMARKETING
PUBLICRELATION
Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S
Promotion
PRINT MEDIABanners Posters
BROADCAST MEDIA Occasional ADs on City 42
TRANSIT MARKETING Display on transport vehicles.
Advertisement
PRINT MEDIABanners Posters
BROADCAST MEDIA Occasional ADs on City 42
TRANSIT MARKETING Display on transport vehicles.
Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S
Promotion
Gourmet doesnt undertake direct marketing.
Direct Marketing
Gourmet doesnt undertake direct marketing.
Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S
Promotion
Limited Sales promotion. Subject to area and time. Promotional discounts offered on new outlets. Discounts are also area specific.
Sales Promotion
Limited Sales promotion. Subject to area and time. Promotional discounts offered on new outlets. Discounts are also area specific.
Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S
Promotion
Gourmet practices inconspicuous public relations strategy. Provides dinner to Children Hospital. However, this tool isnt fully utilized.
Public Relations
Gourmet practices inconspicuous public relations strategy. Provides dinner to Children Hospital. However, this tool isnt fully utilized.
Presented byC U R R E N T P R O M O T I O N S T R A T E G I E S
Promotion
Doesnt give trade promotions on bakery and confectionaryitems due to sale of these items specifically through outlets.
Offers limited trade promotions on Beverages only beingthe only product with indirect distribution strategy in areasother than Lahore.
Trade Promotions
Doesnt give trade promotions on bakery and confectionaryitems due to sale of these items specifically through outlets.
Offers limited trade promotions on Beverages only beingthe only product with indirect distribution strategy in areasother than Lahore.
Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S
Promotion
Billboards TV advertisement Brochures Public Events Direct Marketing Sales Promotion Consumer Promotion
Gourmet should expand promotioncampaigns: Billboards TV advertisement Brochures Public Events Direct Marketing Sales Promotion Consumer Promotion
Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S
Promotion
Billboards be placed at strategic places.
Should communicated specific discounts.
Billboards:
Billboards be placed at strategic places.
Should communicated specific discounts.
Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S
Promotion
Should print and dissemination brochures.
Brochures to communicate product line, offers, discounts.
Punch lines be used.
Brochures:
Should print and dissemination brochures.
Brochures to communicate product line, offers, discounts.
Punch lines be used.
Gourmet Prices. Gourmet Quality
Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S
Promotion
Feedback
Helpline/Complaint center
Market Research
Direct Marketing:
Feedback
Helpline/Complaint center
Market Research
Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S
Promotion
Consumer promotion
Visual demonstration on outlets
Birthday packages
Contract with restaurants( beverages, ice-cream)
Home delivery
Sales Promotion:
Consumer promotion
Visual demonstration on outlets
Birthday packages
Contract with restaurants( beverages, ice-cream)
Home delivery
Presented byR E C O M M E N D E D P R O M O T I O N S T R A T E G I E S
PromotionConsumer Promotion:
SAMPLES: Offer trial amount of product
COUPONS: On cakes, sweets, particularly on special occasions.
PREMIUM: On cakes and baked items
SAMPLES: Offer trial amount of product
COUPONS: On cakes, sweets, particularly on special occasions.
PREMIUM: On cakes and baked items
Presented by
Thank You!Thank You!Q U E S T I O N S & Q U E R I E S